Notifications & Messages

Jared Hamilton
From: Jared Hamilton
Hey - It’s time to join the thousands of other dealer professionals on DrivingSales. Create an account so you can get full access to the articles, discussions and people that are shaping the future of the automotive industry.
×
Maddy Low

Maddy Low Community Manager

Exclusive Blog Posts

Making Deposits of Trust

Making Deposits of Trust

  Working with people is like a bank account. You are constantly making withdrawals and deposits of trust to help establish a working relat…

Improving Service CX: Dealing with Additional Services

Improving Service CX: Dealing with Additional Services

In our month-long series on improving the customer experience in the service department, we now look at the second-most common issue identified by cust…

MDP 033 | NADA: National Automobile Dealers Association

MDP 033 | NADA: National Automobile Dealers Association

#nada #nadashow #nada2020 #corksoakers Join David & David talking about The National Automobile Dealers Association, The NADA Show 2020 plus The Cat…

MDP 034 | Facebook - Automotive Playbook for Dealers

MDP 034 | Facebook - Automotive Playbook for Dealers

Join David & David talking about the Road Trip to Las Vegas for NADA2020 and Facebook's Automotive Playbook for Dealers. Plus, Laughing Man Cof…

How to Improve the Sales to Service Handoff

How to Improve the Sales to Service Handoff

With fixed ops departments shouldering more of the profitability burden in dealerships, the ability to retain customers is more important than ever. Yet, n…

The Age Factor

We’ve discussed why consumer generated content is so valuable to dealerships, but many people still may not be convinced. Some believe that consumer generated content is looked at and produced by the younger generations only.  But Bazaarvoice research shows that it’s not just the 20-year old group that’s heading online to read and write reviews.

Take a look at the age groups and percentages of each age group who said that online reviews significantly impact their purchasing decisions.

18 – 24 years old: 35%

25 – 34 years old: 36%

35 – 44 years old: 32%

45 – 54 years old: 24%

55 – 64 years old: 19%

65+ years old: 17%

So we can see that a healthy percentage of every age group are significantly influenced by consumer reviews or social content when it comes to purchasing a car. 

Why is this valuable? This information changes the way that your dealership should use consumer-generated content to help others. By recognizing that it’s not just one specific age group that uses this content to make decisions, your dealership can evaluate how you display and utilize this type of content. You could try something like displaying reviews on your site, asking customers to leave reviews once they leave your dealership, interact more on social media to show that your company has real people behind it, etc.

The age factor should be considered when it comes to consumer-generated content, but for different reasons than many people think. It’s about the fact that all ages read reviews and use social media as part of their decision making process, and it’s important to realize this as you integrate this marketing strategy into your dealership.

 

 Unlock all of the community & features  Join Now